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      <h1 class="post-title">淘宝客之网址站合作规范解读</h1>

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        <span class="post-time"> 2014-04-25 </span>
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          <span class="more-meta"> 约 1764 字 </span>
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      <p>阿里妈妈（淘宝客）对于网址站又出新规定了，赶紧来看看吧，先看一下今天刚收到的通知：</p>
<p style="color: #666666;">
  <span class="st" style="color: #474545;">标题：</span>【重要】网址站合作规范—违规案例解读
</p>
<p class="st-content" style="color: #666666;">
  <span class="st" style="color: #474545;">简介：</span>
</p>
<div style="color: #666666;">
  尊敬的淘宝客会员：
</div>
<div style="color: #666666;">
         您好！网址站作为阿里妈妈重要的合作渠道之一，为消费者提供了购物的便利，也为广大商家带来大量购物流量。<strong style="color: #666666;">但目前发现部分网址站在推广过程中把“淘宝”“天猫”二个非商业化入口放在同一位置，或在“淘宝”非商业化入口边上部署“聚划算”“支付宝”等其他商业化入口</strong>。这类投放都是不符合目前的推广规范的，请合作伙伴自查。如果您的网址站不符合网址站合作规范，阿里妈妈将会进行不同程度的处罚。<br style="color: #666666;" />        更多网址导航站违规案例请查看：<a class="J_url" style="color: #3686cc !important;" href="http://club.alimama.com/read-htm-tid-5693710.html?spm=0.0.0.0" data-spm-anchor-id="0.0.0.0" target="_blank"  rel="nofollow" >http://club.alimama.com/read-htm-tid-5693710.html</a>
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<div style="color: #666666;">
          如有疑问请<a class="J_url" style="color: #3686cc !important;" href="http://www.alimama.com/home/about-1.htm?spm=0.0.0.0.FkvslG" target="_blank"  rel="nofollow" >点击</a>这里联系阿里妈妈客服咨询，感谢您对阿里妈妈的支持！
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                                                                                                                                                                                               阿里妈妈
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                                                                                                                                                                                       2014年4月25日
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<p style="color: #666666;">
  <strong><span style="color: #008000;">附详细解说：</span></strong>
</p>
<p><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">网址站作为阿里妈妈重要的合作渠道之一，为消费者提供了购物的便利，也为广大商家带来大量购物流量。为构建更健康的网络营销环境，阿里妈妈针对该渠道制定过网址导航链接合作规范。如果您的网址站不符合网址站合作规范，阿里妈妈将会进行不同程度的处罚。 今天我们主要详细剖析一下网址导航站合作过程中的一些违规现象。</span></span><br style="color: #333333;" /><span style="color: #333333; font-family: 微软雅黑;"><span style="font-size: large;"><span style="font-weight: bold;">网址站合作规范</span><span style="font-weight: bold;"><span style="color: red;">重点</span></span><span style="font-weight: bold;">解读：</span></span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">1） 网址站合作，特别是重要合作伙伴需要单独走阿里妈妈商务发起的合作流程。不能私自将代码布置到推广渠道上。</span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">2） 网址站合作不能投放除了CPS之外的产品，如tanx ssp橱窗合作</span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">3） 必须同时放置“淘宝网”和“天猫”免费入口才允许进行CPS推广</span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">4） 投放位置要求：“淘宝网”入口必须放在主导航区（名站导航）内前三行中；“天猫”入口必须放在主导航区（名站导航）内；且不允许跳转链接，不允许商业搜索；</span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">5） 推广时推广名称，推广页面等应按从阿里妈妈网站取得的“原样”进行推广，不得对推广页面的名称、域名地址、图片、LOGO等进行随意更改。</span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;"> </span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="color: #262626;"><span style="font-family: 微软雅黑;"><span style="font-size: large;">解析：看看违规的案例都有哪些？（包含但不仅限于以下违规情况）</span></span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;"><span style="color: #ff0000;">第一类：未按要求投放“淘宝网”和“天猫”的非商业化推广页面</span></span></span></span><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;"><span style="font-weight: bold;">1、 </span></span></span><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;">名站导航区域前三行无“淘宝网”非商业化入口</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: xx-small;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T1Cc38FkBlXXbxSGHL-898-440.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /> <span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="font-family: 微软雅黑, sans-serif;">2、</span><span style="font-family: 'Times New Roman';"> </span></span></span><span style="font-weight: bold; color: #333333;"><span style="font-family: 微软雅黑, sans-serif;"><span style="font-size: medium;">名站导航区域无“天猫”非商业化入口</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: xx-small;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T1kIXrFs8iXXXcNdoH-965-488.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /> <span style="font-weight: bold; color: #333333;"><span style="font-family: 微软雅黑, sans-serif;"><span style="font-size: medium;">3、“淘宝网”或“淘宝”链接至“爱淘宝”商业化页面或其他非“淘宝网”官方网站</span></span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="font-family: 微软雅黑, sans-serif;">要求：</span></span><span style="font-family: 微软雅黑, sans-serif;">“</span><span style="font-family: 微软雅黑, sans-serif;">淘宝网”、“淘宝”字样、图片或logo必须链接到</span><a id="url_1" style="color: #0070af;" href="http://www.taobao.com/" target="_blank" rel="nofollow" ><span style="color: windowtext;"><span style="font-family: 微软雅黑, sans-serif;"><a href="http://www.taobao.com">www.taobao.com</a></span></span></a><span style="font-family: 微软雅黑, sans-serif;">和（或）m.taobao.com，包括名站导航区及网址导航站其他区域。</span></span><br style="color: #333333;" /><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-family: 微软雅黑, sans-serif;"><span style="font-size: medium;">案例一：</span></span></span><span style="color: #333333; font-family: 微软雅黑, sans-serif;"><span style="font-size: medium;">名站导航区“淘宝网”链接至“爱淘宝”商业化页面</span></span><br style="color: #333333;" /><span style="color: #333333; font-size: xx-small;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T1SbFhFrliXXbFUAs8-979-466.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="淘宝客之网址站合作规范解读" title="淘宝客之网址站合作规范解读" alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /> <span style="color: #333333; font-family: 微软雅黑;"><span style="font-weight: bold;"><span style="font-size: medium;">案例二：</span></span><span style="font-size: medium;">“淘宝网”链接至“爱淘宝”商业化页面</span></span><br style="color: #333333;" /><img  style="color: #333333;" src="http://gtms01.alicdn.com/tps/i1/T1u6pxFzdhXXa8xbEv-957-341.png" alt="" border="0" /><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="font-family: 微软雅黑, sans-serif;">4、“天猫”、“淘宝商城”链接至非“天猫”官方网站，未</span></span><span style="font-family: 微软雅黑, sans-serif;">按从阿里妈妈网站取得的“原样”进行推广，误导消费者，对阿里集团品牌造成损害。</span></span><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="font-family: 微软雅黑, sans-serif;">案例如下：“淘宝商城”未链接至</span></span><a href="http://www.tmall.com/">http://www.tmall.com/</a></span><span style="font-weight: bold; color: #333333;"><span style="font-family: 微软雅黑, sans-serif;"><span style="font-size: medium;">且“淘宝网”未投放在名站导航区前三行</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: xx-small;"><img  class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T15TNmFw4hXXbb.bAD-1081-432.png" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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  <img style="color: #333333;" src="http://gtms01.alicdn.com/tps/i1/T1u6pxFzdhXXa8xbEv-957-341.png" alt="" border="0" /><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="font-family: 微软雅黑, sans-serif;">4、“天猫”、“淘宝商城”链接至非“天猫”官方网站，未</span></span><span style="font-family: 微软雅黑, sans-serif;">按从阿里妈妈网站取得的“原样”进行推广，误导消费者，对阿里集团品牌造成损害。</span></span><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="font-family: 微软雅黑, sans-serif;">案例如下：“淘宝商城”未链接至</span></span>http://www.tmall.com/</span><span style="font-weight: bold; color: #333333;"><span style="font-family: 微软雅黑, sans-serif;"><span style="font-size: medium;">且“淘宝网”未投放在名站导航区前三行</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: xx-small;"><img src="http://gtms01.alicdn.com/tps/i1/T15TNmFw4hXXbb.bAD-1081-432.png" alt="" border="0" /><br /></noscript> </span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;"><span style="color: #ff0000;">第二类：</span></span><span style="color: #ff0000;"><span style="font-family: 宋体;"><span style="font-weight: bold;">原有的非商业化入口边上增加了商业化推广入口</span></span></span><span style="font-family: 宋体;"><span style="font-weight: bold;"><span style="color: #ff0000;">或其他品牌入口</span><span style="color: #0d0d0d;">，</span></span><span style="color: #0d0d0d;">不符合现有推广规则。</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><br /> </span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;">案例如下：（包含但不仅限于以下形式）</span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;">1、“疯抢”链接到：【商业链接】;“品牌宴”链接到：【包含天猫跨店结算推广的商业链接】</span><span style="font-weight: bold;"><span style="color: #0d0d0d;"><span style="font-family: 宋体;">并且突出（标红），使消费者通过误点进入商业化推广页面，</span></span></span><span style="color: #0d0d0d;"><span style="font-family: 宋体;">造成非正常的点击（诱导性质）进入推广页面。</span></span><span style="font-weight: bold;"><span style="color: red;"><span style="font-family: 宋体;">是不符合现有推广规则的。</span></span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T1nNf5FXtjXXa8DOMK-755-301.png" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" /><br / > 
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<p><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;"><span style="font-weight: bold;">2、原有的非商业化入口边上增加了商业化推广入口 ，如 “聚划算”</span></span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: small;"><span style="color: red;"><span style="font-family: 微软雅黑, sans-serif;"><img   class="lazyload" data-src="http://gtms02.alicdn.com/tps/i2/T1FFuaFJpaXXaJJDfQ-689-309.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: small;"><span style="color: red;"><span style="font-family: 微软雅黑, sans-serif;"><br /> </span></span></span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;"><span style="font-weight: bold;">3、二个非商业化入口“淘宝”“天猫”放在同一位置</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: small;"><span style="color: red;"><span style="font-family: 微软雅黑, sans-serif;"><img   class="lazyload" data-src="http://gtms02.alicdn.com/tps/i2/T1mcl8FH8cXXXFBinZ-621-222.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: small;"><span style="color: red;"><span style="font-family: 微软雅黑, sans-serif;"><br /> </span></span></span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;"><span style="font-weight: bold;">4、原来非商业化入口边上放其他品牌链接</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: small;"><span style="color: red;"><span style="font-family: 微软雅黑, sans-serif;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T1jWGcFOVXXXcXKCZ4-766-297.png" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;"><span style="color: #ff0000;"><br /> </span></span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;"><span style="color: #ff0000;">第三类：“淘宝网”、“天猫”和LOGO不一致</span></span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="font-family: 微软雅黑;">案例如下：淘宝前面的LOGO显示的是新浪的；天猫前面的LOGO显示的是搜狐的，容易造成消费者误解，对阿里集团品牌造成损害</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T1u0o.FhXiXXXlPi7g-553-82.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><br /> </span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="color: #ff0000;">第四类：</span></span></span><span style="font-weight: bold; color: #333333;"><span style="font-size: medium;"><span style="color: #ff0000;">网址站合作不能投放除了CPS之外的产品，如tanx ssp橱窗合作</span></span></span><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><img   class="lazyload" data-src="http://gtms01.alicdn.com/tps/i1/T10nw3Ff8rXXbgu0vK-1364-435.jpg" src="https://cdn.jsdelivr.net/gh/moezx/cdn@3.0.2/img/svg/loader/trans.ajax-spinner-preloader.svg" onerror="imgError(this)"  alt="" border="0" />&lt;br / &gt;</p>
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<p><br style="color: #333333;" /><span style="font-weight: bold; color: #333333;"><span style="font-size: large;"><span style="color: #333333;"><span style="font-family: 微软雅黑;">查看相关规则：</span></span></span></span><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-weight: bold;">《阿里妈妈推广者规范》第二十四条</span>【网址导航链接合作规范】</span><br style="color: #333333;" /><br style="color: #333333;" /><span style="color: #333333; font-size: medium;"><span style="font-family: 微软雅黑;"><span style="font-weight: bold;">详见: </span></span></span><a id="url_3" style="color: #0070af;" href="http://help.alimama.com/#!/u/faq/detail?id=5704248" target="_blank" rel="nofollow" ><span style="font-size: medium;"><span style="font-family: 微软雅黑;"><span style="font-weight: bold;"><a href="http://help.alimama.com/#!/u/faq/detail?id=5704248">http://help.alimama.com/#!/u/faq/detail?id=5704248</a></span></span></span></a><span style="color: #333333;"> </span></p></p>

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